Synopsis

This course is the capstone course for the marketing major and as such builds upon and consolidates previously acquired knowledge of marketing concepts and principles. The course introduces the theory and practice underpinning strategic marketing planning and develops a sound understanding of strategic analysis and marketing strategy alternatives. Students are required to conduct a full marketing audit for a selected organisation and to produce a marketing plan to address a specific organisational marketing strategy related 'problem'. Throughout the course, emphasis is on appropriately using marketing strategy and strategic marketing decision making theory to solve significant marketing problems.